Just Did It. Nike Chooses Britten for Building Wraps.

Situation

The new Nike Pegasus 41 shoe line was about to hit the shelves, and Nike wanted to make a big impact for its launch. The release date coincided with Global Running Day, and Nike was planning on hosting a citywide "Energy Run" run to celebrate. Rather than go with a more traditional marketing strategy for the event, Nike opted to wrap their ten-story Chicago location in their trademark neon "volt" green. To pull this off, Nike partnered with us at Britten to fabricate the massive building wrap, where we we leveraged our extensive experience in similar projects of this scale.

Solution

Our team needed all hands on deck for the assembly of this not-so-subtle building wrap. We handled the design, fabrication, and installation to help bring Nike's vision to life from all under one roof. In the end, the Nike Energy Run and subsequent product launch was a huge success, attracting thousands of spectators and shoppers alike. The building wrap did an amazing job of drawing people to the Nike store as it stood out for miles against the Chicago skyline.

After the hype of the Energy Run had finished winding down, Nike reached out to us again to prepare for their next big campaign. This time, it was for the Chicago marathon, presented by Bank of America. Often regarded as "the pinnacle of achievement" for athletes of all levels, this marathon takes runners right past Nike's Chicago location. To prepare for the crowd, Nike asked us to fabricate a second building wrap for the same building in their classic burnt orange color, outfitted with inspirational messages to promote the marathon and motivate runners. During the design process, Nike opted for a different substrate material from their last building wrap. Our custom fabric banner material allowed us to deploy a sleeker, seamless, and more form fitting look to the application once it was posted high above the streets of Chicago.

Impact

Once again, the launch of the new campaign was a huge hit. We achieved success for Nike as attendees of the Chicago Marathon event were awestruck by the distinct color, scale, and overall impact of the brand activation. with the experience from Nike's previous building wrap under our belt, the second install went very smooth and was installed without a hiccup. Britten is always looking to improve on our design, fabrication, and installation processes while delivering our best to the client every single time. The valuable experience we gained between these two projects is a testament to our commitment to innovation and creativity on behalf of our clients.